ZUMABUS 4 (1979)

Birth planning and distribution of gender: ideal number of children; preference for boy or girl; preferred distribution of gender given a hypothetical number of children of two, four or six. 3. Consumer habits: reading daily newspapers or picture magazines; study of advertising pamphlets enclosed in daily newspapers or direct-mail advertising; store loyalty and reasons for loyalty to one shopping place; frequency of personally purchasing groceries; frequency of quantity purchases and stockpiling of groceries; estimated amount of last purchase; estimated potential to save with more price-conscious purchase of groceries; monthly expenditure planning; use of special offers with groceries and sources of information used for this; change of degree of difficulty of purchase decisions in the last few years; desired consumer help with difficulties in purchase decisions; consumer areas in which purchase decisions are particularly difficult; subjective assessment of the maximum amount for ´larger acquisitions´; market transparency at last larger acquisition; subsequent trouble with a larger acquisition and measures taken or complaints filed; installment purchases or credit purchases in the last three years; attitude to newspaper quick credit without guarantor; type of investments; development of available income in the last few years; consumer advice center in the nearer vicinity; preferred advice offering; utilization of consumer advice centers; source of information about consumer advice; advice information requested; possible utilization of advice centers in the future; personal opinion leadership; cost-conscious consumer behavior (scale).

The data set contains the ZUMA standard demography. Demography: citizenship; age; sex; marital status; current school attendance; religious denomination; religiousness; company size; school education; occupational training; occupation; occupational position; employment; type of company; household composition; occupational group of spouse; interest in politics; social origins; source of income; election participation; membership; vote at the last election; sources of information; local residency.

Interviewer rating: willingness of respondent to cooperate; housing situation; presence of other persons during interview; type of city and city size; reliability of respondent; length of interview.